When Kristin Karst and her business partners decided to launch AmaWaterways in 2002, many people told them it was a terrible time to start a cruise company.
It was shortly after 9/11, the travel industry was reeling and river cruising was still in its infancy.
But Kristin and co-founders Rudi Schreiner and Jimmy Murphy saw opportunity where others saw obstacles.
“It was actually the best time, similar to COVID,” Kristin reflects as we chat during Cruise360 at the Royal International Convention Centre in Brisbane. “Pent up demand was huge.”
Their instincts proved prescient.
Today, AmaWaterways operates 30 ships across four continents, having grown from a single vessel to become one of the most innovative forces in river cruising.
Above: Kristin Karst at Cruise360 in Brisbane
Yet the company’s success story begins much earlier, rooted in childhood memories along one of Europe’s great waterways.
Kristin’s passion for river cruising traces back to her youth in Dresden, where she grew up along the Elbe River.
“My parents and grandparents took my brother and me out on boat trips,” she recalls. “We would cruise, we would fish, we would get off and go hiking and biking into the mountains. Those were the greatest of times and I fell in love with the river.”
After studying hospitality management and working for American Express, Kristin eventually made her way to California, where she met Schreiner, then the first president of Viking River Cruises.
Along with the late Mr Murphy, they decided to set up AmaWaterways. The rest, as they say, is history.
“None of the river cruise lines back then had anything for younger, active travellers, so we took it on.”
The company became an industry innovator in several key areas.
“We were the first ones to bring bicycles on board. So on every ship today, we have 25 bikes – on the AmaMagna 50 – and everyone else followed us,” Kristin says proudly.
The innovations didn’t stop there. Hiking tours came hot on the wheels of the bikes and then complimentary Wi-Fi, virtually unheard of in the industry at the time.
“This helped us attract guests, not just the retired ones, but also the ones still in the workforce, the younger ones, the entrepreneurs.”
Wine service followed, first with dinner, then lunch and dinner, then twin balcony state rooms, before AmaWaterways pioneered dedicated wellness programming in 2017. The impact has been transformative.
“Before that there were wellness hosts, but they would also clean the cabins, be the receptionist and have lots of double functions. So we decided the wellness host would only do wellness.
“They would host morning yoga, stretching, do exercises for core strength and circuit training, they would even follow the bike tours as well. They would go up and do dancing on the Sun Deck, running…whatever our guests wanted, we would do.
“This program Is now on every one of our ships and we have seen all the other cruise lines becoming more active too.
“Today, it doesn’t matter if you’re 80 or if you’re eight. Sometimes I see a granddaughter being there for the morning yoga session with the grandfather,” Kristin observes. “It’s about sharing the time together.”
That need for connection was never illustrated more clearly than during the dark days of COVID when people were isolated and in some cases unable to see family or friends.
Kristin believes it is one of the reason that multi-generational travel post-COVID is booming, particularly in the cruise market.
“That’s why we see so many multi-gens on board because we don’t know what’s going to come tomorrow. We lived through these dry times where we couldn’t see each other, so now let’s travel together and experience things together.”
Global Expansion
Guests now have even more ways to get that AwaWaterways experience with the company expanding globally, operating ships on the Mekong in Asia, the Nile in Africa, and most recently, the AmaMagdalena in Colombia.
The Colombian venture holds special significance for Kristin.
“Colombia was not easy, because there’s no infrastructure down there, but it was the most rewarding project.
“We are changing the lives of the people living there, with employment and educational opportunities, and making them so proud of their country.”
The maiden voyage also provided an unforgettable moment as the 60-passenger ship made its debut.
“I’ve never seen locals standing on a bridge as the ship came along. There were thousands all lined up, cheering and clapping. I’ve never seen this in Europe, in Asia or in Africa.”
The Australian Connection
After nearly 20 years partnering with APT, AmaWaterways recently established its own Sydney office with 13 employees.
“Everyone tells us how much our branding has developed here and that they love our team. Many advisors have been now on our cruises, so they can talk from their own experience, and the business is elevating.”
As part of that elevation, the company is about to launch a second ship, the AmaMelodia, in Colombia while the appropriately named AmaRudi will join the fleet in 2027 on the Danube. Clearly, AmaWaterways shows no signs of slowing down.
When asked about the lasting impression she hopes guests take away, Kristin’s response captures the very essence of AmaWaterways’ philosophy.
“I want them to take away a feeling of warmth, because our onboard atmosphere is very genuine. We always under sell and over deliver. So normally, our clients come home and say, Wow, I didn’t expect what I got.”
As our time comes to an end, I ask Kristin what it means to her to be regarded as a trendsetter.
“I’m very, very proud of this and to see what has happened. Rudi was always at the forefront of innovation when it came to ship construction but for me, it was obviously all about the experience.
“We all went through so many ups and downs, but you know, you don’t give up. You always believe the light comes after the dark and it will get better and better, and that has proven right throughout all these 23 years.”
